Qsr: Quick Service Restaurants Healthy

¶ … QSR: Quick Service Restaurants

Healthy Eaters was founded to help people achieve their goals of a healthier, more energetic life through nutritious, balanced meals at an affordable price. Healthy Eaters is dedicated to making sure the foods you put into your body are not only healthy, but are also balanced and portioned precisely to help you reach your goals. We cook using only the best ingredients, to ensure the highest quality meals possible for you. Our custom meals start with the basic foundations of health: lean protein, whole-grain carbohydrates, and nutrient-rich vegetables and fruits. Each meal is precisely measured for your daily caloric intake needs. Healthy Eaters was started on a simple principle: fuel the body and watch the soul flourish. The staff at Healthy Eaters shares a common and simple philosophy - we are passionate about helping you be healthy and fit.

Business mission

The mission of this business is to establish a healthy revenue stream through the marketing and distribution of healthy food products to individuals who are concerned about their health. Specifically, the spread of information regarding the additives that major food brands carry has led to a more nutritionally educated society which seeks healthier foods. Healthy Eaters is an attempt to make healthy living more and more of a convenience to individuals.

4. External marketing audits

-Macro environment

The macro environment for Healthy Eaters is highly concentrated in terms of companies that specialize in the food. While segmentation occurs alongside the lines of existing companies offering healthy options on their menu, the market has yet to be cornered by any specific company. The uniqueness of the products offered on a healthy menu posits a higher cost of entry for new companies when compared to traditional food carriers. Organizations such as "Whole Foods" indicate that there is a sustainable market for companies who seek to cater to the needs of health conscious consumers.

-Micro environment

This graph indicates that the key search terms in 2005 were the GI Diet, Atkins Diet, and Apple Diet. This means that either the company did the most amount of marketing, had the stickiest marketing message, or did the most online marketing. This graph indicates that consumers did a direct search for these terms which means that they knew what they were looking for when searching the terms. This indicates that a major competitor with the restaurant may come from the virtual companies that ship their products directly to the consumer's door steps. Perhaps, a method for dealing with this may be offering products from these companies within the restaurant.

5. Internal marketing audit

-Results

In terms of the internal environment, the company faces opportunity by hiring individuals who are knowledgeable of health conscious questions. This is key to ensuring that consumers will view the staff as health consultants which is an added value to the service that is provided. Insofar as the company is able to accomplish these aims, that makes it increasingly likely for the organization to draw in repeat business and establish consumer loyalty.

-Strategic issues Marketing mix effectiveness

In order to achieve the maximum frequency and reach for this marketing campaign, the company must use both a message and a medium that is effective at making consumers aware. The measurable goals for this campaign are to attract 10 new consumers per week and increase revenue by 15% each week. This will help increase the company's profit. Moreover it will allow the company to track is growth strategy and calculate the return on investment from marketing campaigns. By measuring the success of each goal on a weekly basis, the company is able to more accurately project quarterly earnings and indicate how the market is responding. Once the ROI is calculated from the marketing campaign, as an organization we can decide to invest in more marketing in an attempt to increase the revenue for the organization. Drawing in 10 new consumers a week is a realistic and attainable goal to set for the organization. This means that our company will be able to know the average value that each customer is worth to the company and project the financing on a weekly basis. By including an online infrastructure where consumers can set their appointments and order their food, this makes the company more interactive and creates a method for keeping up with the customers when they are forced to submit their email address. This makes the company capable on capitalizing on the consumer loyalty. Additionally, we can offer specials through this system when income projections are not being met.

6. SWOT analysis

The SWOT analysis addresses the strengths and weaknesses of Fit Foods For You and the opportunities and threats that may prevent business from occurring. This venture is a low risk / high yield opportunity that requires strict adherence to rule-based decision making while recognizing instances where creative solutions are necessary.

Strengths:

Exclusivity: We are the only company in the market that provides exclusive access to health conscious users. This means that our specification can allow us to be the first in the market. Capturing that critical first to the market position is key to being first in the minds of the consumers.

Loyal Consumers: Health conscious individuals have limited choices in terms of where they can gain access to the same quality foods. Because we cater specifically to one market, our diverse menu can focus on the interest of the consumers.

Market Trends: The consumers in the market have very identifiable trends which make tracking and predicting their movements easier.

Weaknesses:

Limited Choice: The limited amount of foods that the organization can carry leads to a limited amount of choices for the consumers. This means that the consumers will be less likely to consistently eat at the restaurant since they seek variety.

Lack of Awareness: The market is very unaware of the company and location which presents the challenge of getting more consumers into the store. If more consumers were aware of our service, more people would use it.

7. Marketing objectives

The goals and objectives of this marketing campaign are to educate consumers on the benefits of a health conscious diet. The results desired by the company are to increase awareness of the restaurant within the community. This can be accomplished by using a variation of marketing and promotional tactics. Since the internet is the number one area of growth, our company will focus on capturing this market. Moreover, our data indicates that consumers using the internet fit our key demographic as indicated by earlier data.

-Strategic Thrust

The execution of a strategic thrust within the market will require the use of several different advertising mediums to actualize marketing objectives. By using mediums that allow the target market to -Target market(s)

The ideal consumer can be defined as Individuals who lead a "wellness-oriented" lifestyle. These consumers are likely to be concerned with nutrition, fitness, stress, and their environment. Data indicates that they are likely to accept responsibility for their health and are excellent customers for our company and other health related products and services (Kraft, 1993). The health conscious consumer is likely to be a constant attendant of gyms and health clubs who presents an opportunity for partnerships and coops with marketing. This provides the potential to create a partnership in terms of a marketing campaign that requires investment dollars. By coupling the offer, consumers are able to gain access to multiple benefits while the company is able to save.

-Competitor targets

Without significant pressure from local companies, the primary competition stems from virtual organizations that ship diet plans to individuals as well as Whole Foods markets. While they are not direct competitors in terms of the service provided, the market for the provision of the products is competitive. Specifically in terms of the online food providers that deliver products directly to consumers. These competitors are GI Diet, Atkins Diet, and the Apple Diet.

-Competitive advantage

Healthy Eaters has a competitive advantage in the level of brand interaction with the consumer. Individuals are able to enter into a brick and motor structure and interact with company employees. This level of brand interaction could help the company achieve a comparative advantage over the competitors. Additionally, our company is capable of reselling competitor product to consumers which means the organization is able to mitigate any comparative advantage they might have had.

8. Marketing Mix decisions

-Product

We serve a wide range of products from veggies to profile packed meats. Whether the consumer is attempting to increase their muscle mass and ability to retain weight, or if they are attempting to lose weight or even maintain their existing figure, we have the meals that they need. We serve breakfast, lunch, dinner, and some tasty snacks that could appease the fast paced individuals who want to eat on the move.

GardenburgersTM have become prevalent at many fast food restaurants, and even some fast food burger franchises are beginning to offer GardenburgersTM, and other soy alternatives.

While marketing fast food only as "healthy" could amount to corporate suicide, there is a trend towards quality in both food and ambiance.

As mentioned in the Market Needs topic, many people are heading for restaurants that offer fast food at a slightly higher price, but at a much higher quality, and delivered by employees who do not feel degraded or otherwise fatalistic about their role at work. While the latter issue may be debated by intellectuals in management school courses or readers of the current bestselling book, "Fast Food Nation," the fact remains that American society will continue to want more for less.

-Price

The meals range from $4.50 to $11.00 and can be served with extra carbs if ordered by the customer.

-Promotion

The promotion of the company will occur primarily on the internet to compliment the word of mouth marketing campaign. This will allow us to focus on our specific benefits that are sought by our base. For example, personalized portion control, custom meal plans, and the ability to gain lean muscle or lose excess body fat. Additionally we will promote the fact that we have the capacity to stabilize blood sugar levels and increase energy levels and metabolism. We plan on purchasing both radio and TV advertisement to promote our healthy lifestyle dining. Additionally, we will pay for a celebrity endorsement on all of the print media that is distributed, specifically coming from a bodybuilder. Moreover, by having street teams that offer sampling, we will be able to extend the awareness of the company. With the sampling, the street teams will hand out flyers. This makes it so that the intimate person to person interaction allows the brand representatives to interact with consumers and give them information that they will remember the next day. Flyers are efficient at delivering the telephone number and address. Moreover, the information delivered by a street team member on a flyer makes the message extremely sticky. Meaning that the consumer is likely to remember the information. Moreover, in terms of the celebrity endorsement, it is possible for the company to purchase billboards with the celebrity's face on it. The billboard will be successful at branding the company but the message that is on the billboard has to be brief. Additionally, the billboard lacks target-ability so selecting a location must take certain geographic concerns into account. Moreover, the company can offer discounts for higher volume purchases. This will attract clients who want to spend more money with the company but spend money elsewhere because of bargain shopping. Moreover, this strategy helps the company increase the average cost per order. A final promotional tactic that can be implemented by the company is sponsoring bodybuilders for their competitions. This allows the company to get their names in the head of the key demographic.

-Place

Based in Denver Colorado, our company serves a portion of the target demographic that we seek. Our goals are to expand into sit and dine locations as well as to create more pickup and delivery centers. This way we will be able to more efficiently reach the client base.

-People

In terms of the people working for the organization, the company requires individuals that are knowledgeable about nutrition and health guidelines. This allows the works to function as consultants for the consumers. Additionally, this adds another layer for brand activity where employees are able to educate customers on nutritional facts.